The Challenge
SpiceRoads Cycling is a cycle touring company based in Thailand, in business since 1995. It runs cycling trips in over 30 countries across Asia, Europe, Africa and the Middle East, taking riders close to the cultures, people and scenery of each place.
SpiceRoads came to Primal in 2017. It wanted more bookings from inbound travellers during the region’s low season, when its online bookings usually drop. Several competing brands were also advertising online, which left limited room to grow.
The brand believes there is no better way to see the world than by bicycle, because travel is about the whole journey and what people find along the way, not only the destination.
Our Approach
Primal started with research into competing brands and the customer journey of SpiceRoads’ main customers, travellers from the US, the UK and Australia, to see how they engaged with the brand before they converted. Primal also compared new and returning customers to find which channels led to conversions, as those channels would lead to new customers.
Past analytics showed that customers converted quickly, after only 1 or 2 touchpoints, search and social. Many were ready to buy, having just booked a trip around a flight deal, and were looking for activities for their travels. So Primal ran integrated campaigns across Google Ads and Facebook.
The campaigns used the brand’s first-party data. Remarketing lists for search ads (RLSA) improved search results, campaigns on competing brands’ keywords gained a larger share of searches, and display remarketing campaigns reached audience lists from Google Analytics.
Data on competing brands and the industry, from competitor research tools, showed keyword gaps and targeting openings for search ads. Automated bidding was set to maximise conversions.
Outcomes Achieved
Search and social were the 2 touchpoints that led customers to convert quickly. Primal ran integrated campaigns across Google Ads and Facebook, with RLSA campaigns, display remarketing and campaigns on competing brands’ keywords. Transactions in the low season rose 48% in 3 months.
- 48%Increase in Transactions
- 30%Increase in Revenue
- 15%Increase in Conversion Rate
Key Insights
- Customers converted after only 1 or 2 touchpoints, search and social, so the campaigns ran on Google Ads and Facebook.
- RLSA and display remarketing campaigns used the brand’s first-party data, including audience lists from Google Analytics.
- Transactions in the low season rose 48% in 3 months.
